As we approach the end of 2020, I am reflecting on the positive changes we at Dr. Susan Love Foundation for Breast Cancer Research have made this year, and the growth experienced as a result. This year alone, the structural deficit has been eliminated, fundraising doubled, the successful recruitment of two medical advisors, and expanded activities related to our mission. I am proud of what we have accomplished! We have acted, not reacted, and permanently expanded our reach globally and for the long term.
This year’s pandemic presented the opportunity to leverage our resources virtually and boldly own our digital presence. We pivoted our annual spring Walk With Love in the Pacific Palisades to an online event in 28 states and 7 countries. This month, we launched a Breast Cancer Awareness Month campaign that has established the Foundation as an undisputed leader in virtual space. #LOVEBeyondAwareness, which highlighted ambassadors with a cumulative total following of over 150,000 on Instagram, brought in millions of impressions for the Foundation. We highlighted the diverse array of faces affected by breast cancer and emphasized the importance of participating and investing in research. We have already recruited double our number of Love Research Army members this year.
According to McKinsey, “Organizations that made substantive changes fared better coming out of downturns than those that didn’t.” We acted quickly and fearlessly at the beginning of the pandemic without losing momentum. This virtual turn has shown us we are now able to host events and engage with our community with more frequency and less overhead costs. This has resulted in more resources going towards scientific research.
With the unwavering support of Dr. Love and her research army, we’ve been able to succeed during this unprecedented time. We take pride in doing what was necessary to keep our staff and supporters safe while acting on our commitment to end breast cancer.